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Definition of active view in advertising

Active View is a metric used in digital advertising to measure the viewability of an ad. It tracks whether an ad has been viewed by a user and for how long. An ad is considered “viewable” if at least 50% of its area is visible on the user’s screen for at least one second for display ads, and two seconds for video ads.


Active View is used by advertisers to gauge the effectiveness of their ads, ensuring that their advertisements are actually seen by users rather than just being loaded on a webpage. This metric helps in optimizing ad placements and improving the overall performance of advertising campaigns.

Related terms

  • Viewability: A measure of whether an ad is actually seen by users, rather than just being served.
  • Impressions: The number of times an ad is loaded on a webpage, regardless of whether it is viewed.
  • Click-Through Rate (CTR): The ratio of users who click on an ad to the number of total users who view the ad.
  • Engagement: The degree of interaction users have with an ad, such as clicks, likes, shares, or comments.
  • Ad Placement: The location where an ad appears on a webpage, which can impact its viewability and effectiveness.

Related questions about active view

  • What criteria must be met for an ad to be counted as viewable under Active View standards?
    An ad must have at least 50% of its area visible on the user’s screen for a minimum of one second for display ads, and two seconds for video ads.
  • Why is Active View important for advertisers?
    Active View is important because it ensures that ads are actually being seen by users, helping advertisers to optimize their ad spend and improve campaign effectiveness.
  • How can advertisers improve the Active View rate of their ads?
    Advertisers can improve Active View rates by choosing high-quality placements, optimizing ad formats and sizes, and ensuring ads load quickly to capture user attention.
  • What is the difference between impressions and viewable impressions in the context of Active View?
    Impressions refer to the number of times an ad is loaded on a webpage, while viewable impressions specifically count the times an ad meets the Active View criteria of being seen by users.
  • How does Active View contribute to the overall success of an advertising campaign?
    Active View contributes to campaign success by providing a more accurate measure of ad effectiveness, allowing advertisers to make data-driven decisions to enhance visibility and engagement, ultimately leading to better ROI.


Creatopy Team
Creatopy is the AI-driven creative automation platform that enables brands and agencies alike to build, optimize and personalize creatives at scale for various markets, channels and digital platforms.

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